01The Opportunity
Noche Latina has run for three seasons, and this season it grows: your own clothing label is adding hats and pins built from different countries' flags, the first merchandise the night has carried, with the stated goal of making the night bigger than it has been. El Planeta is how that growth reaches the Latinos in Greater Boston who are not following the team yet.
We covered Noche Latina last season on our own, no client relationship and no media spend, from inside TD Garden. The top comments were people asking when the next one is. The audience for this night exists; what we are proposing is the storytelling that puts the night in front of it. The introduction we walked through together is at proposals.elplaneta.com/boston-celtics.
02What We Heard
Your team named the scope: a test case built around Noche Latina, measured by whether it brings more of the community to the night.
One fact shapes how we read that scope: your building sells out on its own. More fans from the community cannot only mean seats. It means the community watching the night, wearing it, talking about it in Spanish, and choosing this team, which is how the season ticket holder of 2035 actually gets made. So the pilot has two jobs.
- Make the night belong to the community. Noche Latina told as a story in Spanish, in the feed Latino Greater Boston already reads, reaching the people who do not follow the team and would never see the night otherwise.
- Produce the read. Every piece carries tracking, and the report lands within seven days of the game: what ran, what it delivered, what people did. That is the evidence a season conversation starts from.
03The Creative
We do not cover events; we tell stories our audience recognizes itself in, and this night is full of them. The merchandise says it plainly: hats and pins built from different flags ask a question every Latino in Boston answers instantly.
Three stories the night could carry, as starting points to shape together:
- ¿Cuál es tu bandera? The hats and the pins, and the answers. One question, and all of Latino Boston in the replies.
- La primera vez. A family's first Celtics game: the drive in from Lawrence, the food, the moment the lights go down.
- La noche, desde adentro. The night told from inside TD Garden: the faces, the music, the Spanish in the stands.
Which stories run comes out of a working session with your team, and they can carry whatever the night carries: a ticket pack, the merchandise drop, the halftime moment. Every asset with the Celtics brand on it is approved by your team before it publishes.
Your partners and your channels
Noche Latina carries a presenting sponsor, and the content is built to respect that: sponsor entitlements on night-specific assets are accommodated in the creative and coordinated with your partnerships team before anything is produced.
The Celtics may repost every finished asset on their own channels, during the flight and after it. Your channels keep everything the campaign makes; ours carry it to the Latinos in Greater Boston who do not follow the team yet.
The pilot can also be structured so a partner underwrites part or all of it, with the sponsor recognized in the content. If that is the easier path internally, we will build it that way.
04Distribution, Targeting and Reporting
Where it runs
- El Planeta Daily · our daily newsletter · 8,000 subscribers · 75,000 monthly opens · 45% average open rate
- @elplanetaboston · Instagram, Facebook and TikTok · 160,000 total followers · 100,000 average monthly organic video views
- elplaneta.com · daily articles, all year
- Print edition · more than 20 distribution points in Latino centers and businesses
- 3.8 million average monthly digital impressions to Latinos in Greater Boston
How we target
We boost campaigns beyond our organic audience, on Meta, using the first-party data of the people who engage with our content in Spanish across Greater Boston. Campaigns focus by city and by interest: Greater Boston is Dominican and Puerto Rican led and then splits by city, Lawrence Dominican, Chelsea Salvadoran, Revere Colombian, and the buy is weighted accordingly. It can also be weighted away from audiences already engaging with Celtics content, so delivery reads as new audience rather than your own followers counted again.
How we report
A tracked destination behind every asset, pointed wherever your team points the night: the ticket pack, the merchandise drop, or the night's own page, readable in your own analytics. Full report within seven days of the game: delivery by asset and platform, audience geography by city, video watch-through, and the performance of the tracked destination.
05A Pilot Activation to get us started
One package, sized to prove the model: two weeks of newsletter presence, a branded video reel and a branded carousel, carried to Latino Greater Boston and reported in full. A custom shape can be built around whatever the night needs, with its price and delivery figures confirmed in writing before anything is booked.
The reel can be shot either way, whichever fits your calendar: a recap filmed inside TD Garden on the night, or a pre-event promo filmed during an earlier game so the piece is ready before Noche Latina arrives. Either way the job is the same, and it matters: Latino Boston sees that the Celtics have this night, that the team celebrates this community, and that it looks like the best possible way to spend an evening.
- 2 weeks of newsletter native ads in Spanish, 2 per week rotating, 4 ads total
- 1 branded video reel in Spanish, either a recap filmed on the night or a pre-event promo filmed during a previous game
- 1 branded carousel in Spanish
- Reel and carousel on Instagram, Facebook and TikTok
- Newsletter native ads distributed through our El Planeta Daily newsletter
- Paid distribution to Latino adults across the five metros, weighted by city and away from audiences already engaging with Celtics content
06Relevant Work
Three teams, two cities, one newsroom. Every piece produced in-house, in Spanish. Campaign figures are totals across each campaign's full run, including paid distribution beyond our owned audience.
A Pilot That Became a Season
This is the shape we are proposing to you. It started as a three-week run for Hispanic Heritage Month: a reel to grab attention, a carousel to clarify, newsletter to reinforce, all pointed at a ticket pack the team wanted to move. They came back and signed for the season.
Impressions 328,889 · Link clicks 2,389
The Team Becomes Part of the Culture
Season partner since 2023, and the range this pilot draws on. Kid Nation content speaks to parents and kids together, because when the message reaches the family, clicks follow. And the players become neighbors: where the team's Venezuelan players eat in Boston is the kind of story that puts a franchise inside the community's daily life.
Impressions 727,241 · Link clicks 4,535
Kid Nation · Dónde comen los jugadores venezolanos · Newsletter
A Season Inside the Culture
What a full season looks like: seven creative waves and twelve pieces from October through April, anchored to cultural moments, with performance distribution turning attention into measurable action around Noche Wizards and beyond.
Impressions 1,487,166 · Link clicks 4,423
07Terms
| Contracting entity | MasTV / El Planeta LLC, publisher of El Planeta. W-9 provided on request. |
| Brand | The Celtics approve every asset carrying their brand before it publishes. Two consolidated rounds of feedback per deliverable, with review windows set once the date locks, matched to your season calendar. Additional rounds are accommodated at no additional cost and may shift the production schedule. |
| Language | All content is produced and published in Spanish by El Planeta's newsroom. Every deliverable is submitted for approval as the Spanish that will publish, paired with an English back-translation, so the Celtics review the language the audience will see. |
| Access | In-arena coverage is scheduled with the Celtics and requires credentialed access on the night, under the access and league rules your team coordinates. If in-arena production is not available for branded content, the same story is produced outside the arena and around the night at no change in price. |
| Content rights | The Celtics may repost every finished asset on their own channels, during the flight and after it. |
| Delivery | Delivery figures are projections built from comparable campaigns on El Planeta's channels, measured in Meta Ads Manager together with our newsletter and site analytics, and reported in full. The figures for the pilot as booked are confirmed in writing before the flight starts, and any shortfall against a confirmed figure is fulfilled with additional delivery at no cost to the Celtics. |
| Releases | El Planeta obtains signed appearance releases from everyone who appears in the content, including families and fans filmed on the night. |
| Disclosure | All branded content published on El Planeta channels is clearly labeled as paid. |
| Validity | This proposal is confidential and valid for 30 days from the date of issue. |